企劃與開發西式速食連鎖店經營方式之研究

Tunghai University Institutional Repository > 管理學院 > 企業管理學系所 > 碩士論文 > Item 310901/3017

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/3017

Title:	企劃與開發西式速食連鎖店經營方式之研究
Other Titles:	The studies on planning and development of business style of western fast-food chain stores
Authors:	蔡吉宏 Tsai, Chi-Hung
Contributors:	陳耀茂 Chen, Yow-Mow 東海大學企業管理學系碩士班
Keywords:	西式速食連鎖店;最佳產品服務組合 fast food multiple stores;the best combination of products and services
Date:	2007
Issue Date:	2011-03-25T06:01:28Z (UTC)
Abstract:	民以食為天，所以，不管經濟景氣在怎麼不濟，餐飲產業都必然有其生存的空間，而西式速食連鎖業進入台灣已經行之有年，而且也創下不錯的佳績，但是，近年來，西式速食連鎖產業似乎遇到瓶頸，從產業內業者之間的相互競爭，到外在動態環境的改變都增加了西式速食業者在經營上的難度；因此，此次研究選定西式速食連鎖店為研究對象，利用系統性的工具，針對西式速食連鎖店的消費者發放問卷以獲得資料，再進行分析。經研究結果指出消費者對西式速食連鎖店所重視的屬性依序為「用餐環境」、「新式服務」、「飲料的多樣化」、「促銷手法」與「消費的便利性」。另外，研究發現受訪者期望在西式速食連鎖店消費的時候，可以擁有會員的優惠，可以選擇的飲料更多樣化，可以在柔和燈光下，躺在舒適的沙發上用餐，然後看著體育性的運動節目，並且沒有營業時間的限制，這個情境是利用研究分析模擬出來的西式速食店之最佳的產品服務組合。 People live with food. Whether the economic situation is good or not, the catering industry surely have the living space. Then, fast-food chains that entered the Taiwan area already had a long time, and got success. But, recently the fast-food chains seems that met up difficult problems. Since firms competes each other among the trade, down to dynamic environment constantly changes, that increases the difficulties of conducting. Therefore, this research treats the occidental fast food multiple stores as research targets, Using the systematic implements, to get the information by sending questionnaires to the consumers of occidental fast food multiple stores, then analyzes it. Research results show that consumers evaluate the attributes of the fast-food chains in turn are 「meal space」.「new services」.「drink`s diversification」.「promotion」and「consumer convenience」.Besides, the research detects when the respondent consumes in the fast-food chains, they expect that they can enjoy the member`s premiums, choice favorite drinks, lie down on the sofa with warm lights, watch the sports tournaments, and stay there without time`s restriction. This situation that is the best combination of products and services in the occidental fast food multiple store is simulated by the research`s analysis .
Appears in Collections:	[企業管理學系所] 碩士論文

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